Michelob Move Fest Brings Running and Beer to Pacaembu
Ambev event features a 42k relay with 10-runner teams and a headline performance by DJ Marshmello in São Paulo.
Michelob Ultra presents Michelob Move Fest at Pacaembu, featuring a 42k relay race with 4.2k legs inspired by the beer's ABV. The event highlights the brand's ongoing expansion into sports entertainment and running culture.
Michelob Ultra has announced its first proprietary festival in Brazil: Michelob Move Fest, scheduled for November 7 at Mercado Livre Arena Pacaembu in São Paulo. The Ambev brand created an activation that links sports with product identity through a 42k relay race for 10-person teams. Each participant runs a 4.2 km leg on the track, a direct nod to the beer's 4.2% ABV.
The festival's programming extends beyond the athletic track, featuring a live show by music producer and DJ Marshmello. The event cements the brand's strategy of going beyond race sponsorships to host its own social and musical experiences. According to Ambev data, this positioning coincides with a sales volume surge of more than 250% in the second quarter of 2026 compared to the same period the previous year.
Alcohol, Celebration, and the Wellness Space
The integration of alcoholic beverages into athletic settings sparks ongoing debates regarding the boundaries of wellness marketing. In a statement to Exame magazine, marketing director Cynthia Klumpp emphasized that Michelob Ultra aims to be present during community celebrations and social moments, without linking the product to direct health or athletic performance benefits, and always pairing activations with responsible drinking messaging.
The relationship between beer and post-race celebrations was also analyzed by the Radar Stemma panel. Commentators noted that handing out beer at finish lines is an established tradition internationally—such as at the Chicago Marathon and the Comrades Marathon—and is gaining ground in major Brazilian races like the São Paulo and Salvador marathons. The consensus remains that distribution must always respect individual choice at post-race recovery zones, serving strictly as a celebratory option for those who wish to partake.
